Ashley's recent claim that his Sports Direct operation is in trouble sent the shares reeling. They have lost nearly half their value since December and the Nottinghamshire-based operation is now worth £2.1bn, valuing Ashley's stake at £1.25bn. But Buckinghamshire-born Ashley, 51, who started Sports Direct with a £10,000 loan from his parents, has other assets. He pocketed £929m when he floated Sports Direct in 2007 and owns the struggling Premier League football club Newcastle United, which he bought for £134m and has since bankrolled to the tune of £300m-plus.